Film Journal October 2018

2018 Convention
Going to Geneva by Rebecca Pahle
Midwestern Exhibitors Gather by the Lake
The number-one issue facing theatre owners and managers today, as identified by Geneva Convention cochair
John Scaletta, is “the changing landscape of the industry.” If that seems vague, well, it’s only natural.
From multiplexes in major markets all the way to a single-screen independent outfit, every theatre is different.
“If you talk to theatre owners, one might say studio terms and new policies” are at the forefront of their minds,
Scaletta explains. “Another owner might say print availability on first-run films. And another theatre owner might
say quality of product coming out from the studios.”
The key to running a successful theatre, then, is realizing that there is no one key—and that’s what makes the
Geneva Convention so important to the exhibition professionals who flock to the Lake Geneva, Wisconsin show,
taking place Sept. 25-27, every year.
“There’s a lot of casual interaction” at the Geneva Convention, Scaletta explains. “It’s not as fast-paced as other
conventions.” Further, it’s a priority for Scaletta and co-chair George Rouman that events not overlap, giving attendees
the chance to attend all the panels they want to attend and see all the people they need to see. The openingnight
party, taking place at the Grand Geneva Resort and Spa’s ski chalet, “is always a great opportunity to make
new friends and see old friends. And, of course, all our meals turn into social gatherings, because during lunch you’re
sitting with different people each time… And after all the events are done each day, everyone gathers at the bar” to
continue the conversations and cement the relationships they made during the sunlight hours.
The end result of the Geneva Convention’s casual, networking-friendly environment is a three-day stretch
where theatre professionals from across the Midwest region can meet, chat and workshop the issues they face
on a day-to-day basis, going back to their theatres with actionable ideas on how to provide a better experience
for their customers. Before Scaletta and Rouman were co-chairs of the Geneva Convention, Scaletta notes, they
were attendees. (Scaletta is currently the VP of F&F Management, while Rouman is the VP of Rouman Amusement
Company, Inc.) That goes a long way towards explaining why they’re both so focused on providing useful,
The Will Rogers Motion Picture Pioneer Foundation accepts proceeds at the 2017 convention.
Sept. 25-27 / Lake Geneva, Wisconsin
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